18 resultados para Tourism TV commercials
em WestminsterResearch - UK
Resumo:
Abstract Purpose of Paper: The market for beer in the UK is now mature and sales have been stable at around £16bn for about ten years (Mintel 2014). More recently, there have been changes in the market as consumers have switched from bigger mainstream brands to a growing number of smaller craft beers. However, in order to grow further significantly, the industry needs to explore new market segments and find new consumers for beer. So far, it is estimated that only 1.3m women in the UK drink beer (O'Reilly, 2014; Mail Online, 2015). Women are therefore an underexplored segment and present the main growth opportunity for beer drinking in the UK. However, most beer television advertising has traditionally been aimed at the male audience and there have been suggestions that some of this advertising has been seen as unpopular with or even insulting to women (Jackson, 2013; Zwarun et al., 2006). The Chief Executive of major brewer SAB Miller, which owns the Foster's brand, has recently written that, 'We have to acknowledge that core lager advertising, for many years, was either dismissive of, or insulting to, women.' (Shubber, 2015). If women are to be the new consumers and the future target for beer advertising, there is therefore a significant gap in the knowledge and literature concerned with how women differ from men in responding to the television advertising produced by beer brands and it is important that this gap in knowledge is addressed. The purpose of this paper is therefore to explore the effect of the television advertising of the three top selling UK beer brands on women's attitudes and purchase intentions towards those brands. More specifically, the objectives are: 1) To gain an understanding of how female consumers respond to existing beer television advertising, specifically in terms of the ‘likeability’ of the content of TV commercials produced by the three leading UK beer brands among female consumers. 2) To examine the effect of the rational and emotional content, including the use of humour, in television commercials produced by the three leading UK beer brands on the attitudes of female consumers towards those brands. 3) To explore in-depth female consumer attitudes towards the content (message cues and symbolism) of the television commercials produced by the three leading beer brands in the UK and their effect on subsequent purchase intentions for each brand.
Resumo:
There is a growing literature on the symbolic and cultural meanings of tourism and the ways in which cities are increasingly competing for tourists through the promotion of cultural assets and different forms of spectacle in the `tourist bubble'. To date, research on the role and impact of tourism in cities has largely been confined to those in Western, post-industrial economies. This paper examines the growth of cultural tourism in the central area of Havana, Cuba, and explores the range of unique, devolved, state-owned enterprises that are attempting to use tourism as a funding mechanism to achieve improvements in the social and cultural fabric of the city for the benefit of residents. The paper concludes with an assessment of the implications of this example for our understanding of how the pressures for restructuring and commodification can be moderated at the city level. Copyright 2008 SAGE Publications. All rights reserved. Not for commercial use or unauthorized distribution.
Resumo:
Social tourism is often presented by charities and governmental organisations as a potential means to counter social exclusion. It has more specifically been linked to potential benefits such as improvements in family relations, a more pro-active attitude to life, an improvement in the academic performance of children etc. Even though this argument is often used when promoting social tourism, there is very little research evidence that supports these claims. This research concentrates on visitor-related social tourism for low-income groups, and the effects a social holiday can have on the daily lives of the families who are offered these holidays. The paper reports on qualitative two-stage research that has been conducted with participants of social holidays in the UK and their welfare agents. It will present findings as to how far holidays can assist with the integration of socially excluded, and this on different levels: family relations, parenting, pro-social attitudes, mental and physical health and community involvement are examples of categories used to measure change. Different types of holidays will also be compared to analyse the merits and limitations of each type (individual family holidays versus group holidays).
Resumo:
This research explores tourism policy making, from the perspectives of policy makers using grounded theory. It focuses on Leeds, a city in the North of England, which is characterized by its turbulent environment. The paper identifies themes around policy making, including low status, lack of clarity, uncertainty, lack of consensus and congruence and complexity. Its findings indicate policy making is essentially a social process, involving communication and negotiation between people in the context of wider change. It suggests a social conceptualization, and further research to investigate the communications involved in producing policy rather than the current research focus on the tangible outputs of the process such as a plan or a physical development.
Resumo:
This review considers the main tourism policy documents published by the UK Department for Culture, Media & Sport which are explicitly linked with the hosting of the Olympic Games in London in 2012. It reflects on the use of evidence gained from wider events hosting strategies utilized elsewhere, but notes concern about the lack of a coherent marketing theme and the potential to spread the tourism benefits beyond the main event venues. It concludes citing again the oft-noted problem about the links between tourism and wider cultural strategy development.
Resumo:
This paper investigates applications of complexity theory in the social sphere and considers its potential contribution to enhance understanding of tourism policy making. Five concepts are identified to explore complex social circumstances and human interactions that influence policy. Social applications of complexity suggest a move towards localised and deeper studies to explore the dynamics of policy enactment in context. It suggests complexity theory might be used as a thinking tool to enable a more holistic approach to policy analysis and investigate policy in its context, considering interactions between different policies/programmes, and the implications of human agency.
Resumo:
The role of tourism in delivering wider economic legacies is strongly stated in recent national tourism policy documents. The Olympic Games are envisaged to have the legacy impact of ‘4 million extra visitors’ and ‘50,000 extra jobs’ over 4 years (DCMS (2011). Government Tourism Policy, p. 15). This paper considers the nature of Olympic tourism and the possible contribution of the Cultural Olympiad to developing a cultural tourism legacy. It does this by investigating local perceptions of culture and local cultural enactments in the London Borough of Hackney, one of the five boroughs surrounding the Olympic Park. This research shows that local cultural enactments and programming connected to the Olympics are largely motivated by a wider social agenda. They are funded by a wide variety of arts, social and youth programmes and largely reflect initiatives and projects that were already in place in the Borough. While there is an acceptance that cultural events might stimulate the visitor economy, specific discourses around ‘tourism’ and ‘tourists’ are not expressed by the people engaged in the local process.